Maximum Human Performance (MHP) is heading to the races as a sponsor for the National Association for Stock Car Auto Racing (NASCAR); which moves away from sponsoring typical bodybuilding athletes.
Supplement companies commonly advertise by using the same professional or amateur bodybuilding athletes in their magazine ads and websites. Recently, the directions have turned with the use of big name, mainstream celebrities though. What does this mean?
It means supplement companies aren't using mammoth bodybuilders or extensively fit figure athletes for marketing purposes on every sponsorship campaign. It also means greater marketability to every day people who may like certain health products, but who are not interested in being bodybuilders.
Instead, some supplement companies have expanded their marketing strategies by sponsoring active, household names. For example, Musclepharm's "Confidence" commercial, which featured Rashad Evans, aired during the UFC Fight for the Troops 2. The commercial would be seen by 1.3 million viewers according to the Musclepharm press release in 2011.
Another example of opting for a household name- an adult entertainment name- was Jenna Jameson's signing with Gaspari Nutriition. Team Gaspari has an entire sponsored crew of gorgeous figure and bikini athletes such as Jaime Baird, Felicia Romero, Ava Cowan and Krissy Chin, but Gaspari nutrition still signed Jameson in 2011.
Following the trend, MHP has taken a huge step in partnering with Front Row Motorsports to sponsor NASCAR driver's David Gilliland (No. 38) and David Ragan (No. 34) in the Power Pak Pudding cars, as well as the pit crews.
From the MHP press release:
"In the offseason, Front Row Motorsports upgraded our driver lineup, pit crews and shop personnel,” stated FRM General Manager Jerry Freeze. “We are looking to MHP to get our over-the-wall guys performing at their maximum performance potential. That was an area that needed improvement, and in MHP we have a partner that is going help us do just that – continually improve.”
This 2012, 2013 multi-year sponsorship brings the target audience numbers to an entirely new level. During 2009, TV by the Numbers reported that even with rain, the 51st Daytona 500 was watched by 16 million viewers, nearly 16 million more than those who watch the Olympia; which is bodybuilding's biggest production.
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